Sunil Kumar, M MBAL2027Dept. of Agricultural Marketing, Co-operation and Business Management, UAS, GKVK Campus,

Bangalore-560065

INTRODUCTION

Fragrant rice is generally identified by three

main factors: appearance, aroma and taste. It is

characterized as a superfine grain, with a

pleasant and subtle aroma. It has a soft texture

and extreme grain elongation with a breadth-

wise swelling that occurs with cooking.

Basmati and Jasmine are premium long grain

rice. Their high value comes from the

characteristic fragrance in both the raw and

cooked states, and for the distinctive shape of

the grain, which upon cooking elongates to

almost double its length whilst its width

remains the same. In addition to having a

desirable taste and texture, Basmati and

Jasmine rice are reported to be a good source

of slow releasing carbohydrates. Basmati rice

has traditionally been grown in the north and

northwestern part of the Indian sub-continent

for centuries.

Objectives:

1. To examine the consumer awareness about

types and brands of scented rice,

2. To analyze the users preference for scented

rice,

3. To identify the factors influencing usage of

scented rice and

4. To identify the sourcing of scented rice.

METHODOLOGY

The study was conducted in Bangalore

City due to its cosmopolitan nature. The

primary data collected from 40 consumers

through pre-tested schedule.

The consumers awareness about scented

rice was analyzed using descriptive analysis.

The consumer preference for different rice

attributes were analysed using best-worst

scaling method. The factors influencing buying

decision was analysed using factor analysis

ADVISORY COMMITTEEChair person

Dr. G. N. Nagaraja

Professor and KSAMB Chair,

Dept. of Ag. Ma.Co. and BM, UAS, GKVK, Bangalore

Members:

Dr. P. K. Mandanna

Professor and University Head,

Dept. of Ag. Ma.Co. and BM, UAS, GKVK, Bangalore

Dr. C. P. Gracy

Professor,

Dept. of Ag. Ma.Co. And BM, UAS, GKVK, Bangalore

Dr. D. Nanjappa

Professor,

Dept. of Agricultural Extension, UAS, GKVK,

Bangalore

RESULTS

Table 1: Consumers’ awareness about the various types of

scented rice n=40

Table 2: Factors influencing buying decision of scented rice by

consumers in Bangalore city

n=40

SUMMARY

The present study on consumer preference

was conducted in Bangalore city. The city was

selected due to its cosmopolitan nature. the

study was conducted through pre-tested

schedule by personal interview method. The

study showed that most of the Bangalorians

know about basmati rice. The study also

revealed that consumers preferred aroma, price

and taste while impurities, texture stickiness

were least preferred. The factors that

significantly influenced the buying of scented

rice were income, price of scented rice, festivals,

country of origin, retailers, availability of

scented rice, nutritive value, traditions, friends,

advertisements and taste. Offers and marital

status of the consumers were not significant

factors influencing in buying scented rice.

A Study on Consumer Preference for

Scented Rice in Bangalore City

Type of rice Number of consumers Percentage

Basmati 40 100.00

Jasmine 3 7.50

Kalijira 11 27.50

Gandhasale 3 7.50

Ambemohar 1 2.50

Brown rice 2 5.00

Fig. 1 Consumer Preference Level For

Different Rice Attributes

Sl No Factors

PublicityFinancial

statusCulture Availability

1.Taste -0.083 0.131 0.537 0.524

2.Education 0.299 -0.165 0.114 0.640

3.Availability 0.057 0.295 -0.071 0.769

4.Offers 0.493 0.492 -0.296 0.478

5.Retailers 0.780 0.277 -0.266 0.168

6.Friends 0.672 0.165 0.110 0.280

7.Advertisements 0.666 0.378 0.182 -0.277

8.Price 0.136 0.927 0.272 0.068

9.Festivals 0.078 0.189 0.855 0.121

10.Traditions 0.263 0.270 0.711 -0.111

11.Nutritive value 0.765 0.038 0.332 -0.036

12.Marital status 0.491 -0.215 0.348 0.465

13. Country of

origin0.794 -0.039 0.083 0.278

14.Income 0.142 0.931 0.202 0.078

DISCUSSION

All consumers were aware about basmati rice. 27.50 % of

consumers know about Kalijira rice. The least known rice was

Ambemohar(2.5%), (Table 1).

In order to study consumer preference Best-Worst scaling was

employed. While purchasing scented rice aroma, price, taste, grade,

cooking time, brand and after cooking grain size were most preferred

characters and While consumers were least preferred characteristics

like impurities, texture, stickiness, broken grain, age of rice, grain

size and colour. (Figure 1)

In order to analyse factors influencing buying decision, factor

analysis was used. The factors that significantly influenced the

buying of scented rice were income, price of scented rice, festivals,

country of origin, retailers, availability of scented rice, nutritive

value, traditions, friends, advertisements and taste. Offers and marital

status of the consumers were not significant factors influencing in

buying scented rice. (Table 2)

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